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ISC ethics

ISC ethics. ethics. Ethics: moral principles and recognized rules of conduct regarding a particular class of human action. Social or cultural codes – “norms.” Like the Golden Rule (appears worldwide in Islam, Hinduism, Buddhism, Judaism, Confucianism, Christianity, Taoism).

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ISC ethics

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  1. ISC ethics

  2. ethics • Ethics: moral principles and recognized rules of conduct regarding a particular class of human action. • Social or cultural codes – “norms.” • Like the Golden Rule (appears worldwide in Islam, Hinduism, Buddhism, Judaism, Confucianism, Christianity, Taoism). • Professional codes – DMA, AAF, PRSA • Organizational codes – your employer, your client’s businesses • Personal codes – written and not.

  3. Ethics challenges • According to our book: • Dilemmas • Overwork/mistakes • Legal/ethical confusion • Cross-cultural • Short-term thinking

  4. Ethical issues in advertising • Puffery – “acceptable” amount of exaggeration in advertising • Good taste • Stereotyping/respect for cultural diversity • Advertising to children • Advertising controversial products • Privacy (telemarketing, mobile, email, online behavioral monitoring).

  5. Ethics codes-why? • Direct Marketing Association (DMA): • www.the-dma.org • www.dmaresponsibility.org • These guidelines also represent The DMA's general philosophy that self-regulatory measures are preferable to governmental mandates. Self-regulatory actions are more readily adaptable to changing techniques and economic and social conditions. They encourage widespread use of sound business practices. • Because dishonest, misleading or offensive communications discredit all means of advertising and marketing, including direct marketing, observance of these guidelines by all concerned is expected.

  6. DMA Member Principles. A DMA Member: 1. Is committed to its customers' satisfaction. 2. Clearly, honestly and accurately represents its products, services, terms and conditions. 3. Delivers its products and services as represented. 4. Communicates in a respectful and courteous manner. 5. Responds to inquiries and complaints in a constructive, timely way. 6. Maintains appropriate security policies and practices to safeguard information. 7.  Provides information on its policies about the transfer of personally identifiable information for marketing purposes. 8. Honors requests not to have personally identifiable information transferred for marketing purposes. 9. Honors requests not to receive future solicitations from its organization. 10. Follows the spirit and letter of the law as well as DMA's Guidelines for Ethical Business Practice. 

  7. Ethics codes • American Advertising Federation (AAF) • www.aaf.org • Truth: Advertising shall tell the truth, and shall reveal significant facts, the omission of which would mislead the public. • Substantiation: Advertising claims shall be substantiated by evidence in possession of the advertiser and advertising agency, prior to making such claims. • Comparisons: Advertising shall refrain from making false, misleading, or unsubstantiated statements or claims about a competitor or his/her products or services.

  8. Ethics codes • American Advertising Federation (AAF): • Bait Advertising: Advertising shall not offer products or services for sale unless such offer constitutes a bona fide effort to sell the advertising products or services and is not a device to switch consumers to other goods or services, usually higher priced. • Guarantees and Warranties: Advertising of guarantees and warranties shall be explicit, with sufficient information to apprise consumers of their principal terms and limitations or, when space or time restrictions preclude such disclosures, the advertisement should clearly reveal where the full text of the guarantee or warranty can be examined before purchase.

  9. Ethics codes • American Advertising Federation • Price Claims: Advertising shall avoid price claims which are false or misleading, or saving claims which do not offer provable savings. • Testimonials: Advertising containing testimonials shall be limited to those of competent witnesses who are reflecting a real and honest opinion or experience. • Taste And Decency: Advertising shall be free of statements, illustrations or implications which are offensive to good taste or public decency.

  10. Ethics codes • Public Relations Society of America (PRSA) • www.prsa.org • ADVOCACY :We serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate. • HONESTY: We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public. • EXPERTISE: We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences.

  11. Ethics codes • Public Relations Society of America (PRSA) • INDEPENDENCE: We provide objective counsel to those we represent. We are accountable for our actions. • LOYALTY: We are faithful to those we represent, while honoring our obligation to serve the public interest. • FAIRNESS: We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression.

  12. Today’s lab • Divide into groups • Read your case study • Discuss • Put together answers to the questions with comments. • Present your case and solutions to the class – be sure to refer to one of the ethics statements. You can also discuss your personal ethics. If disagreement with the group, share individual positions with the class.

  13. Ethics codes • PRSA Code of Ethics Pledge: I pledge: To conduct myself professionally, with truth, accuracy, fairness, and responsibility to the public; To improve my individual competence and advance the knowledge and proficiency of the profession through continuing research and education; And to adhere to the articles of the Member Code of Ethics 2000 for the practice of public relations as adopted by the governing Assembly of the Public Relations Society of America. I understand and accept that there is a consequence for misconduct, up to and including membership revocation. And, I understand that those who have been or are sanctioned by a government agency or convicted in a court of law of an action that is in violation of this Code may be barred from membership or expelled from the Society. ________________________________________ Signature

  14. Your assignment – by Oct. 2 • Visit each organization’s website and note the exact link needed to quickly access each organization’s code of ethics. • Visit the FTC’s (www.ftc.gov) Division of Advertising Practices • Review these guidance documents: • Use of Endorsements and Testimonials • Use of the Word "Free” • Bait Advertising • Against Deceptive Pricing

  15. Your assignment • Review these FTC policy statements: • Statement on Comparative Advertising • Statement on Deception • Statement on Unfairness • Statement Regarding Advertising Substantiation

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